GUESS & Speexx: Made to Measure Training for a Global Fashion Icon

GUESS, a renowned global fashion brand, sought a flexible and scalable language training solution for its employees in Canton Ticino, Switzerland. Partnering with Speexx enabled the company to digitize and tailor its learning programs, significantly expanding user participation over the last three years.

About

Founded in 1981, GUESS began as a denim-focused brand and has since evolved into a global fashion powerhouse. Today, the company directly operates more than 1,000 retail stores across the Americas, Europe, and Asia, with an additional 524 stores managed by partners and distributors around the world.

GUESS approached Speexx in search of a language training solution for executives based at its Swiss headquarters. Prior to the pandemic, the company had relied on a local language school in Lugano, offering in-person classes. When Covid hit, these lessons migrated online, but the rigid scheduling remained unchanged.

As the company adapted to new ways of working, it needed a more flexible, scalable alternative that could better align with the demands of its workforce—particularly in a fast-paced, high-pressure industry like fashion.

Challenge

GUESS needed more than just top-quality language training—it required a highly flexible platform that employees could access anytime, anywhere, including from smartphones. This level of accessibility was critical due to the demanding pace of the fashion industry, where schedules often fluctuate and staff are constantly on the move. The ability to fit learning into busy periods, such as during collection launches, was essential to ensure continuous development without disrupting daily operations.

Solution

The collaboration between Speexx and GUESS began in 2022 with a pilot program for around ten employees focused on English—critical for communication with the US headquarters. Building on its success, GUESS expanded the initiative to include additional languages and learners, ultimately adopting the Expert Pro solution. This comprehensive approach combines microlearning modules, one-to-one coaching, and interactive workshops, enabling employees to strengthen both spoken and written communication skills. A key element in the rollout was GUESS’s use of initial assessments to strategically select participants based on business priorities, ensuring maximum relevance and impact from the outset.

Outcome

Speexx personalized training approach has delivered significant benefits for GUESS employees. One-to-one sessions provide a comfortable environment for open expression, allowing learners to receive targeted, effective feedback—something not always possible in group settings. Participants also gain access to industry-specific content tailored to the fashion sector, helping them enhance both their general language proficiency and their professional vocabulary. The inclusion of dedicated practice spaces further supports skill development in real-life scenarios. These combined features have made the training highly relevant and impactful, leading to a 50% increase in user participation between 2022 and 2024, as more employees embraced the flexible, business-aligned learning format.

Outlook

GUESS kicked off 2025 with the launch of an internal contest designed to boost engagement and make language learning even more attractive. The most active users on the platform will be rewarded with Speexx Business Coaching courses—an initiative aligned with HR’s broader goal of fostering personal and professional development. Looking ahead, the company plans to build on this momentum by expanding participation across the organization and introducing more specialized language training projects. This forward-thinking approach reflects GUESS’s ongoing commitment to flexible, impactful learning that supports business needs and employee growth.